Review Details
Website: Iams
Available from: My Pet Warehouse, PETstock, Jumbo Pets
Iams ProActive Health

Iams ProActive Health

Iams are owned by super-company Procter & Gamble, who’re also responsible for the slightly more premium Eukanuba range of foods.

For this review I’ll focus on Proactive Health Adult Chicken, but the other recipes are similar in quality.

This food contains a number of ingredients which I don’t rate highly, and even less so as they’re non-descriptive. When I see “poultry meal” instead of “chicken meal”, or “animal fat” instead of “chicken fat”, it really shows sub-standard cheap ingredients have been used. It’s worse being “poultry by-products” as that really suggests some nasty stuff is in the food. In the case of animal fat, this is produced through the rendering of a range of animals from a variety of sources (most of them unpleasant). If it were “chicken fat” we could be assured of a much better ingredient. Whether your cat will do well on it is open to speculation, but there are far better quality ingredients than these.

Rendering is a process of cooking up animals in a vat to produce “meat” which can only legally be used for animals, not humans. The fats separate and are skimmed off, which is where the animal fat comes from. The sources of meats used in rendering can be of varying quality, including diseased animals, waste meats from butchers, and even waste fats from the food industry. Anything goes.

To focus on the positives, the first two ingredients are chicken meats. Chicken is a decent lean meat and a source of protein highly digestible for cats, much better than protein from cheaper corn ingredients which we find in the 3rd and 4th spots. Cats struggle to digest corn, which means it doesn’t provide as much nutritional value. It will, however, bulk up the percentage of protein in the food, which looks good on the label. Pet food manufacturers use it because it’s very cheap, not because it’s good for your pets.

Dried beet pulp is another cheap ingredient. It’s a source of fibre, but also high in sugar. It’s definitely not good seeing this in the top five ingredients of a cat food.

Fish Oil is included as a source of omega fats to promote coat health, as well as aiding organ and joint health. It’s non-descriptive in the same way as the poultry by-products and animal fat, and suggests a poor quality ingredient. It’s better to see a named oil as “fish” could be anything and probably is.

You may find your cat does ok on a food like this, but the ingredients are low quality. I’ve given it 2 stars as there are far better foods around.

If this has helped you please take the time to share it to other Australian pet owners. Thank you 🙂

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Good points…

Chicken as the first ingredient.

Bad points…

Lots of cheap by-products and cheap grains. Animal fat is a nasty ingredient.

Guaranteed Analysis

* Carbohydrates aren’t listed on pet food labels. This value is calculated based on levels of protein, fat, moisture, and ash. Estimated values for moisture and ash have been used where these values haven’t been given (moisture of 10%, and ash of 8%).


Chicken, Chicken By-Product Meal, Corn Meal, Corn Grits, Dried Beet Pulp, Poultry By-Product Meal, Natural Flavor, Dried Egg Product, Brewers Dried Yeast, Sodium Bisulfate, Potassium Chloride, Fructooligosaccharides, Animal Fat (preserved with mixed Tocopherols, a source of Vitamin E), Fish Oil (preserved with mixed Tocopherols, a source of Vitamin E), DL-Methionine, Choline Chloride, Calcium Carbonate, Vitamins (Vitamin E Supplement, Niacin, Ascorbic Acid, Vitamin A Acetate, Calcium Pantothenate, Biotin, Thiamine Mononitrate (source of vitamin B1), Pyridoxine Hydrochloride (source of vitamin B6), Vitamin B12 Supplement, Riboflavin Supplement (source of vitamin B2), Inositol, Vitamin D3 Supplement, Folic Acid), Taurine, Minerals (Zinc Oxide, Manganese Sulfate, Copper Sulfate, Potassium Iodide, Cobalt Carbonate), Rosemary Extract.